- Tytuł:
-
Brand Promotion Throught Computer Games on the Example of Second Life
Promowanie marek w grach komputerowych na przykładzie gry Second Life - Autorzy:
-
Laskowska-Witek, Justyna
Mitręga, Maciej - Powiązania:
- https://bibliotekanauki.pl/articles/964171.pdf
- Data publikacji:
- 2014
- Wydawca:
- Uniwersytet Ekonomiczny w Katowicach
- Tematy:
-
Gry komputerowe
Komunikowanie marketingowe
Marka
Product placement
Promocja handlowa
Techniki promocji
Brand
Commercial promotion
Computer games
Marketing communication
Promotion techniques - Opis:
- The in-game advertising has become a popular marketing communication channel. Especially, the online MMORPG game is Second Life that has received particular interest in recent years. In this chapter we take a close look on attributes which make this game very close to the real world and thus more attractive to users. Secondly, we identified promotion tools that brands use to promote inside of the virtual world. Furthermore, we decided to adopt the perspective of Second Life gamers and explore their attitude and reactions to promotion of companies through the game. The results of our research suggests that the majority of users we interviewed did not notice in-game brand promotion inside of Second Life. The remaining players have positively perceived such promotion activities as: different types of public relations and sponsorship, however they admitted that they have no influence on their purchasing decisions.
- Źródło:
-
Studia Ekonomiczne; 2014, 205; 34-48
2083-8611 - Pojawia się w:
- Studia Ekonomiczne
- Dostawca treści:
- Biblioteka Nauki
Artykuł